Programmatic Advertising (Luncheon): Is It Right For You?

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Programmatic Advertising (Luncheon): Is It Right For You?
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Houston Interactive Marketing Association says
What is Programmatic Advertising? Programmatic ad buying uses software to purchase digital advertising, minimizing the human process of manually inserting ad orders. It leverages ad technology to reach the right audience at the right place and time. In the past, reaching an audience segment would be siloed to a site or a very short list of sites.

Now programmatic ad buying provides a level of efficiency where one can purchase ad impressions across large domain lists rather than numerous request for proposals to be sent for direct site buys.

In addition to purchasing efficiency, programmatic unlocks the ability to apply data segments that take targeting to a whole new level and elevates optimization and performance. Processes like creative A/B testing, audience, and trend discovery can now be realized and adjusted seamlessly across the entire campaign.

Most people would agree that efficiency is key. Programmatic Advertising can allow for maximized budgets, which in turn provides maximized value. Programmatic ad buying promises to move the needle in that direction.

At the same time, the technology could be problematic. Advertising is not just about efficiency. For instance, quality of creative ads plays a big role in the success of an advertising campaign. There are also risks associated with your ad being placed in websites that offer ‘unsafe’ brand environments such as violence or pornography. Brands and agencies have taken note and also have solutions to tackle this issue.
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By: Houston Interactive Marketing Association

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